GetAway

Five quarters of the orange

A travel magazine’s journey to the future

Cameron Ewart-Smith

www.getaway.co.za

People are doing more right now – they’re not just reading magazines.

“Getaway is a … a … a thing. It’s not just a magazine anymore.” Brandon de Kock RM Editorial Director

www.getaway.co.za

Brand Vision and Mission StatementGetaway's mission is to enable people to discover unexpected holiday activities, off-the-beaten-track routes, weekend getaways, adventure sport, outdoor gear and accessories, wildlife and conservation through accessible, quality content and excellent photography, across multi-platforms.

Getaway’s purpose is to build audiences through the creation of compelling multi-platform content offerings focused on Southern African travel.   

www.getaway.co.za

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“If I do my job right you’ll have better memories.”

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Getaway Books

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Getaway Adventures

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The Future?

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3.5 million… conversations …

Printed magazines

Websites Social networks

eNewsletters Mobisites Blogs

9184

42

61

20 21

Platform usage

80%access internet EVERY DAY

39%vs AMPS

Total Ad SpendPast 5 Years

Source: Addynamics Sept 2005 – Aug 2010

01 Sept 2005-31 Au 2006 01 Sept 2006-31 Aug 2007 01 Sept 2007-31 Aug 2008 01 Sept 2008-31 Aug 2009 01 Sept 2009-31 Aug 20100

5,000,000,000

10,000,000,000

15,000,000,000

20,000,000,000

25,000,000,000

30,000,000,000

19,072,173,738

22,431,395,96324,256,391,273 24,201,706,937

27,079,375,803

TOTAL AD SPEND IN RAND

+42%

+12%

01 Sept 2005-31 Au 2006 01 Sept 2006-31 Aug 2007

01 Sept 2007-31 Aug 2008

01 Sept 2008-31 Aug 2009

01 Sept 2009-31 Aug 2010

2,000,000,000

2,100,000,000

2,200,000,000

2,300,000,000

2,400,000,000

2,500,000,000

2,600,000,000

2,700,000,000

2,800,000,000

2,279,512,386

2,570,423,574

2,718,862,703

2,595,665,795 2,601,354,453

TOTAL MAGAZINE SPEND IN RAND

Magazine Ad Spend

Source: Addynamix Sept 2005 – Aug 2010

+14%

+0.2%

Internet Ad Spend

01 Sept 2005-31 Au 2006 01 Sept 2006-31 Aug 2007

01 Sept 2007-31 Aug 2008

01 Sept 2008-31 Aug 2009

01 Sept 2009-31 Aug 2010

0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

151,756,819

234,878,933

366,440,338

418,774,450

543,891,780

TOTAL INTERNET SPEND IN RAND

Source: Addynamix Sept 2005 – Aug 2010

+258%

+30%

www.getaway.co.za

Which statement best describes your approach to planning a holiday.

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Which of these holiday information sources do you tend to rely on the most

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social media connects with older people

US - Pew Research Centre

Now

50 and older - doubled to 42% in one year!50 to 64 years - 88% growth to 20%

65 years plus - 100% growth to 13%

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How much do you enjoy reading/getting information from

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Which activities do you often do online?

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So print titles are finished … right?

WRONG

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Are you reading printed magazines …. than previously

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Mar'06

Jul-Sep

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Mar'07

Jul-Sep

'07

Jan-M

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l-Sep

'08

Jan-M

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l-Sep

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Jan-M

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0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

Overal ABC performance vs travel category performance

TravelTotal

www.getaway.co.za

Worldwide, magazine readership is

NOT

in decline!

www.getaway.co.za

25 October 2010 Facebook fans – 18,203 fans

25 January 2010 Facebook fans – less than 2,000

Eight months later

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The Future

?

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So what is going to be the role of editors in future?

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cameron@ramsaymedia.co.za

@JustCam